Branding
Monday May 31, 2021 By David Quintanilla
Divvy Up Your Love For Sweets With fagerström’s Visual Identity | Dieline


Get your candy tooth prepared; fagerström’s branding system and visible identification for Divvy, a cake store, and patisserie primarily based in Saudi Arabia, elicits a way of full and utter dessert frenzy. The branding system revolves across the idea of artwork, from how the pastries are exhibited to how they’re divvied up amongst lovers of the delicacies. The first blue colour is surprising for a high-end sweets store, however that is exactly what makes it excellent; it is by no means been carried out earlier than, much like the branding system itself. With a slogan like, “Don’t contact, eat,” I am all about it. Now excuse me, I’ve some tiramisu to separate amongst my buddies.


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Divvy is a cake store and patisserie from Saudi Arabia that bakes artistic desserts and pastries that captivate clients because of their greedy design and modern high-quality substances. The primary objective of the corporate is to be KSA’s main cake model and to open shoppers’ eyes to new merchandise and flavors.

The model is a spin-off of Scale, a restaurant and bar situated in Al-Kharj on the outskirts of Riyadh and owned by the native restaurant group Espresso Tree Firm.

At fagerström we develop the naming, model technique and visible identification of this new model that was born from the need of its companions to revamp the native pastry trade, which, in their very own phrases, ’it’s a very outdated career that has not been modernized with regards to manufacturing strategies, specifically in product design’.

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The naming suggests one thing that’s divided, shared and loved; simply because it occurs with desserts, whereas evoking one thing pleasing, pleasant and divine.

The logotype is predicated on the concept of dividing a cake into items, to bolster the that means of the phrase ‘Divvy’ and generate a direct connection between the model and its product. The brand is a wordmark that’s accompanied by an asterisk within the higher proper nook; a typographic image or glyph representing a cake seen from above with 5 cross sections dividing it into equal components.

All the model revolves across the idea of artwork, from the design of the merchandise to the way in which they’re displayed. This idea has additionally been used to create the model tagline ‘Candy Sculptures’ or different communication messages comparable to ‘Don’t contact, eat’, which invite shoppers to understand the merchandise and work together with the model’s creations.

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